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RADIO RATINGS ROUNDUP, March 2025, Part I
April 22, 2025
Welcome to the MARCH survey! Like you, the Ratings Experts from RESEARCH DIRECTOR, INC. – along with those savvy mathematicians from XTRENDS – have been anxiously awaiting this moment for the last 28 days.
Why? Glad you asked. This completes the first quarter of data using the new three-minute qualifier. As has been our custom, we will be highlighting the change in market PUMM in the four demos we cover, comparing MARCH to both the previous survey and 2024. For the most part, we have seen consistent year-over-year PUMM gains, but they have varied wildly from market to market and demo to demo. Will that trend continue? You’ll have to keep reading to find out.
This book ran from MARCH 6TH through APRIL 2nd. Both the clocks and the season changed, we celebrated PURIM and, lastly, many pretended to be IRISH as an excuse to day drink. Now, on with the countdown…
NEW YORK: The Race For Second Place
As is per the norm, iHEARTMEDIA AC WLTW (106.7 LITE FM) was the leading 6+ station again (8.2-8.0). The next four stations were within a share of each other. AUDACY News WINS (1010 WINS) stepped up to #2 (5.8-5.9). It also added a 0.9 digital share. SBS Spanish Tropical WSKQ (MEGA 97.9) moved up to #3 (5.5-5.7). It picked up a 0.8 share from the interwebs. AUDACY Classic Hits WCBS slipped to #4 (5.9-5.4), while iHEARTMEDIA Pop CHR WHTZ (Z100) inched up to #5 (5.0-5.0). iHEARTMEDIA Classic Rock WAXQ (Q104.3) fell two slots to #7 (5.1-4.7). It was paired with NEW YORK PUBLIC RADIO N/T WNYC (4.9-4.5). WLTW maintained its cume lead with a 2.8% rise (3,615,900-3,717,600). The market increased by 1.8%. PUMM was up 3.1% from FEBRUARY and 5.5% from 2024.
Despite a slight decrease, WSKQ was the 25-54 leader for the second book in a row. It had about a half-share lead over WLTW, which moved up to #2 as it rebounded from a down book. A flat WHTZ dipped to #3, while iHEARTMEDIA Hot AC WKTU (103.5 KTU) was up two places to #4 with its best showing since OCTOBER. AUDACY Hot AC WNEW (NEW 102.7) remained at #5, while WCBS slid to #7 as it ended a robust two-book surge. Market PUMM was up 5.6% from last survey and 6.5% from a year ago.
WLTW continued its scorched earth policy with the 18-34 crowd. It was #1 again and in double figures for the 13th time in the last 14 surveys. It also maintained better than a four-share advantage over the two stations at #2. WCBS remained in place as it ended a three-book surge, while WSKQ moved up a slot with its best book in a year. WKTU also landed its largest share in a year as it rose to #4. WHTZ slipped to #5, while a flat WNEW moved down to #6. Market PUMM grew 3.4% from last month but shrank 7.3% from the previous year.
WLTW extended its 18-49 winning streak to eight but was feeling the heat from #2 WSKQ, which was extremely close to overtaking the leader. WHTZ was up to #3 with its best outing since NOVEMBER, while WKTU stepped up to #4 as it bounced back from a down book. WCBS returned most of last month’s large increase as it slipped to #5. Market PUMM increased by 4.4% on a monthly basis but decreased 4.3% from last MARCH.
LOS ANGELES: A One, Two Punch
For the fifth straight survey, iHEARTMEDIA AC KOST was #1 in 6+ (6.1-6.3). Also, for the fifth book in a row, AUDACY Classic Hits KRTH (K-EARTH 101F) was #2 (5.6-5.8). iHEARTMEDIA Hot AC KBIG (104.3 MY FM) was back at #3 with its third up book in a row (5.2-5.3). AUDACY News KNX moved up to #4 (4.9-4.7). It landed a 0.2 digital share, as well. iHEARTMEDIA Pop CHR KIIS (102.7 KISS FM) dipped to #5 with its lowest total in exactly a year (5.0-4.3). KOST remained in cume control with a 2.7% rise (2,395,200-2,458,900). The market was up 0.8%. Market PUMM grew 1.7% from FEBRUARY and 9.1% from 2024.
There was a changing of the 25-54 guard as KIIS went from first to fourth with its smallest share in a year. Stepping into the breach was KOST, which rose to #1 with a slight increase. KRTH and KBIG both stepped up to #2, from #3 and #4 respectively, witha slight increase for KBIG. . SBS Mexican Regional KLAX (LA RAZA 97.9) was up to #5 with a small share gain, while AUDACY Adult Hits KCBS (93.1 JACK FM) dropped three places to #8 with a small share loss. Market PUMM was up 0.6% on a monthly basis but off 2.8% when compared to a year ago.
Two months ago, KRTH and KIIS were the 18-34 co-leaders. KIIS stood alone last survey but KRTH bounced back this time to reclaim the mantle. KIIS dipped to #2 with its smallest share since AUGUST, while KOST repeated at #3. A flat MEURELO Classic Rock KLOS inched up to #4, while SBS Spanish Contemporary KXOL (MEGA 96.3) moved up to #5, despite a small share loss. KBIG slipped to #6 ending a robust two-book surge. Market PUMM was up 3.8% from last month but fell 11.1% compared to last year.
Last month KOST and KRTH were in second place for 18-49. KOST rose to the top with a small increase, while a flat KRTH remained behind. KIIS slid from first to third with its lowest score in a year, while KBIG was back at #4 with a small decrease. TELEVISAUNIVISION Spanish Contemporary KLVE (K-LOVE 107.5) and TELEVISAUNIVISION Mexican Regional KSCA (LA NUEVA 101.9) rose up and forged a tie at #5. KCBS slipped to #7 where it met up with KLAX. Market PUMM was up 2.8% from last survey but off 2.3% from last year.
CHICAGO: It’s News To Us
For the second book in a row AUDACY News WBBM-A was the 6+ market champion (6.8-6.1). It also received a 1.2 share digital boost. iHEARTMEDIA AC WLIT (93.9 LITE FM) was back at #2 (5.0-5.2), while HUBBARD Classic Rock WDRV (97.1 THE DRIVE) motored up to #3 as it snapped a two-book slide (4.7-5.1). AUDACY Country WUSN (US99) fell from #3 to #9 last month. The station regained most of that lost share as it moved up to #4 (3.7-4.7). NEXSTAR N/T WGN-A (Radio 720) repeated at #5 (4.4-4.5) but with a new partner. AUDACY AAA WXRT (93XRT) advanced from #7 (4.3-4.5). iHEARTMEDIA Urban AC WVAZ (V103) posted its lowest share in over a year (5.0-4.3) as it slid from #2 to #7. It was partnered with HUBBARD Hot AC WTMX (101.9 THE MIX), which dipped from a tie at #5 (4.4-4.3). WLIT still had the biggest cume (1,253,400-1,310,600) – a 4.6% increase. The market was up 0.2%. Market PUMM rose 2.3% from FEBRUARY and 12.8% from 2024.
WTMX captured the 25-54 flag for the third straight survey but was less than a half share ahead of WUSN, which leapt from #5 to #2 with its highest mark since MAY. iHEARTMEDIA Pop CHR WKSC (103.5 KISS FM) dipped to #3 with a slight increase, while two stations moved up and into a tie at #4. iHEARTMEDIA Urban Contemporary WGCI stepped up from #5 with a slight increase, while CUMULUS Alternative WKQX (Q101) advanced from #8 with its fourth up book in a row. WXRT slipped to #6 with a slight decrease, while three stations were huddled together at #7. CHICAGO PUBLIC MEDIA N/T WBEZ dropped from a tie at #2, while TELEVISAUNIVISION Mexican Regional WOJO (QUE BUENA 105.1) slipped from #5. The third member of that triad was CUMULUS Classic Hits WLS-F, which rose from #9. Market PUMM was off 0.4% from last month but up 7.1% from a year ago.
Though WKSC returned all of last month’s huge share increase – plus a bit extra – the station was #1 18-34 for the third book in a row. WLIT also gave back a good portion of FEBRUARY’s gain but had enough left in the tank to remain at #2. It held better than a share advantage over the three stations nestled in at #3. WOJO moved up from #4 as it regained a good portion of last month’s large share loss. WUSN advanced from #6, while WLS-F arrived from #7. Both stations bounced back from down books. WTMX slid from #3 to #6, while WVAZ dropped from #5 to #7. Market PUMM was up 1.2% from last survey and 0.5% from a year ago.
WTMX landed its largest 18-49 share in over a year as it repeated at #1. WKSC was back at #2 with a down book, while WUSN advanced from #6 as it, once again, bounced back from a down book. WKQX stepped up to #4 with its best performance in over a year. WGCI slipped to #5, while WOJO fell into a sixth-place tie with WLIT. Market PUMM was down 0.5% from last month but grew 3.8% when compared with last year.
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DALLAS-FT. WORTH: Hungry Like The Wolf
Oh, we have been sitting on that headline for a looooong time. CUMULUS Country KPLX (99.5 THE WOLF) was certainly feasting this survey. The station leapt from #10 to #1 6+ with its best outing in over a year (3.6-6.0). This ended the two-book winning streak for CUMULUS Sports KTCK (96.7 & 1310 THE TICKET), which dipped to #2 with its lowest score since SEPTEMBER (6.4-5.2). iHEARTMEDIA Pop CHR KHKS (106.1 KISS FM) and AUDACY Adult Hits KJKK (100.3 JACK FM) had been tied at #4. Both stations had the identical share increase (4.6-5.1) as they rose in tandem to #3. CUMULUS Country KSCS (New Country) stepped up to #5 (4.4-4.9), while iHEARTMEDIA AC KDGE (STAR 102.1) fell three places to #6 (4.8-4.6). TELEVISAUNIVISION Mexican Regional KLNO (QUE BUENA 94.1) fell from #2 to #8 (4.9-4.1) and was tied with SERVICE Urban AC KRNB (SMOOTH R&B 105.7), which moved up a spot (3.7-4.1). KDGE’s cume was off 1.6% but it was still the market leader (1,280,000-1,259,300). The market was up 2.9%. Market PUMM was down 0.7% from FEBRUARY but grew 14.1% when compared with 2024.
Despite a down book KTCK was #1 25-54 for the third book in a row. KLNO was back at #2, also with a down book. It was sharing the moment with KPLX, which advanced from #9. That duo was less than a share behind the leader. KSCS dipped to #4 with a slight decrease, while iHEARTMEDIA Hot AC KDMX (MIX 102.9) was up two places to #5 with its highest share in over a year. KDGE slipped to #6, while AUDACY Alternative KVIL (ALT 103.7) dropped three slots to #8. Market PUMM was off 4.9% from the last book but up 14.1% from a year ago.
The 18-34 arena was truly the wild, wild West. KHKS stepped up to #1 for the first time since JULY and landed in double figures. KDMX stepped up to #2 and was paired with KSCS, which rose from #5. Both stations posted their largest numbers in over a year yet still trailed the leader by three shares. KLNO fell from first to fourth with its lowest score in over a year. It was tied with AUDACY Classic Hits KSPF (98.7 THE SPOT), which advanced from #12 with, yup, its best book in over a year. KDGE fell from #3 to #7 and was met there by SERVICE Urban Contemporary KKDA (K104), which turned it up from #11. Market PUMM declined by 7.6% from last month and was off by 1.0% from last year.
Three of the top four 18-49 stations posted their largest shares in over a year. KHKS moved from #3 to #1, KDMX rose from #5 to #3 and KSCS advanced from #8 to #4. KLNO dipped to #2 as its two-book winning streak came to an end. KDGE slipped to #5 with its smallest share since NOVEMBER, while KTCK fell five slots to #7 with its least productive outing since AUGUST. Market PUMM fell 6.5% from FEBRUARY but grew 11.7% from 2024.
SAN FRANCISCO: Status, Meet Quo
The top four 6+ stations were unchanged from a month ago. KQED INC. N/T KQED was #1 for the third book in a row and 10th time in the last 14 surveys (9.7-10.5). AUDACY News KCBS-A remained at #2 (7.2-6.5) but picked up a 0.6 share from the digital realm. BONNEVILLE AC KOIT was still the leading music station, coming in again at #3 but with its smallest share since NOVEMBER (6.1-5.6). USC Classical KDFC repeated at #4 as it halted a three-book slide (4.6-5.0). iHEARTMEDIA Soft AC KISQ (98.1 THE BREEZE) wafted up to #5 with its highest score since NOVEMBER (4.1-4.4). BONNEVILLE Pop CHR KMVQ (99.7 NOW) dipped to #6 (4.2-4.0). It was partnered with AUDACY Hot AC KLLC (ALICE @ 97.3), which moved up a spot (3.8-4.0). Despite a 6.8% decrease. KOIT still had the most listeners (1,201-800-1,120,200). The market was up 0.2%. Market PUMM was up 3.4% from FEBRUARY and 20.5% from 2024.
KQED regained most of last month’s big share loss as it moved back to #1 in the 25-54 space. KOIT stepped down to #2 with its third down book in a row. The stations were separated by a full share. KMVQ returned at #3, also with its third straight down book. KLLC repeated at #4 but with its highest mark in over a year. iHEARTMEDIA AC KIOI (STAR 101.3) stepped up to #5 with its third consecutive up book. A flat AUDACY Alternative KITS (LIVE 105) slipped three places to #7. Market PUMM rose 3.6% from last month and 14.1% from the previous year.
KOIT made it back-to-back 18-34 wins with a slight share increase. It maintained a narrow lead over iHEARTMEDIA Rhythmic CHR KMEL, which moved up to #2 with its best outing since NOVEMBER. KMVQ stepped down to #3 with its lowest mark since NOVEMBER. It was paired with SBS Mexican Regional KRZZ (LA RAZA 93.3), which advanced from #9 as it rebounded from a down book. KISQ moved from #8 to #5 and was tied with iHEARTMEDIA Pop CHR KYLD (WiLD 94.9), which moved up a spot. Three stations were conspiring together at #7. KITS fell from #4 with its smallest share in exactly a year, while KIOI dipped from #6. KQED rose from #12 thanks to its best book in over a year. Market PUMM was down 3.0% from the previous book and up 0.5% from 2024.
KQED rebounded from a down book to grab first place in the 18-49 competition. KOIT dipped to #2 with its smallest share since NOVEMBER. KMVQ stepped down to #3 with its third down book in a row. KITS inched up a spot to forge a tie for third place, while KIOI was up to #5 with its best book in over a year. KMEL fell three places to #8 with a slight decrease. Market PUMM was up 1.8% from last month and 8.9% from 2024.
And so it begins…one roundup down, three to go. Stand by for our next reveal featuring HOUSTON, ATLANTA, WASHINGTON D.C., PHILADELPHIA and BOSTON in that order.
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-Steve Allan, Programming Research Consultant
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About Research Director, Inc.: Research Director, Inc. is based in Annapolis, Maryland. We help radio stations’ programming and sales departments maximize the value of their research. For more information, visit www.ResearchDirectorInc.com, call 410-295-6619, or e-mail info@ResearchDirectorInc.com or sallan@ResearchDirectorInc.com.
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